AT&T Case Study - Unity Communications

AT&T Case Study

Unity Communications significantly increases sales for AT&T by 20% in the Arizona market through collaboration of real-time strategy and appointment setting.

Obstacle

AT&T was at a crossroads in the Arizona wireless sales market due to a loss in market share to their primary competitor—Verizon. The steady year-over-year decline was precipitated by public perception that the brand’s coverage and customer service were not of the same caliber as the competition. After key accounts had been lost in Arizona, and staff turnover reached a high point, AT&T needed a sharp turnaround to once again secure more of the local market share, reclaiming customers from Verizon’s 80% market foothold.

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Solution

To begin, we reached out to primary gatekeepers for the brand to schedule the best pitch possible for AT&T as the alternative to Verizon.

To begin, we reached out to primary gatekeepers for the brand to schedule the best pitch possible for AT&T as the alternative to Verizon. Our goal is always to be available to spring into action when our clients need us most with our omni-channel approach. For AT&T, we used these resources to reach out via email, voice, SMS, and social media to decision makers and position our sales people to pitch.

Our initial plan was to reach out to every business in the Phoenix market that AT&T was not currently billing. With a flexible sales script, we pitched proper trust and consideration and leveraged follow-ups with AT&T direct employees. This appointment setting campaign executed calls to 20,000 businesses during a 6-month period.

Results

As a result, in a 1 year’s time, Unity Communications helped increase AT&T market share in Arizona by 4%, improving their competitive advantage to secure 15% of the local market. Now, 2 years from the launch of the campaign, Unity Communications continues to exceed expectations, building from the strong foundation of our initial campaign. Since our first team effort, we have been able to start campaigns in 7 more AT&T markets.

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